Elizabeth Arden Macy's Santa Anita Wall

I designed a space-efficient custom wall fixture for Elizabeth Arden at Macy's Santa Anita that showcases skincare, fragrance, and color within a compact retail footprint. To keep the heritage brand feeling on-point while making it approachable for younger consumers in their late twenties to mid-thirties, I utilized integrated downlighting, interchangeable graphic panels, and a large digital screen for dynamic messaging. This multimedia approach brings storytelling to the shelves—guiding shoppers through a visual narrative of their skincare journey. Completed with a luxury material palette of honed white travertine, red malachite, rose-tinted lacquer, and brushed gold, the design modernizes the brand experience through intuitive zoning, floating shelves, and dedicated glorifiers for hero items like Ceramide capsules.